Content strategy + topic map
The themes and questions worth owning, prioritised.
/ MARKETING · CONTENT
Content that resonates with humans and the agents reading on their behalf.
Articles, comparison pages and explainers written so a real person wants to read them — and a real agent wants to cite them. No spun templates, no filler.
The problem
Most agency content fails both audiences at once.
Generic, templated content doesn't convert humans or get cited by agents — it just fills a calendar and justifies a retainer.
Every piece we make is briefed against a specific buyer question and a specific engine behaviour, so it earns the read and earns the citation.
Our approach to content.
01
Map topics and gaps
We find the questions worth owning — and the places your competitors already answer them and you don't.
02
Write dual-audience briefs
Every brief targets a real buyer question and a specific engine behaviour before a word is drafted.
03
Draft, edit, harden
Long-form drafting with data, sources and SME interviews so the piece is trustworthy and quotable.
04
Measure and refresh
Performance review per piece — refresh what works, retire what doesn't, expand the winners.
Free · no signup wall
Step 1: Get a free, fast report to see where you stand.
Paste a URL and get a report on how readable your site is to the agents your buyers ask. No call, no signup wall — just the score and what to fix first.
What content looks like in practice.
Every engagement is different, but these are the building blocks we work with.
AEO-shaped article briefs
Briefs built to earn both the read and the citation.
Long-form drafting & editing
Written by people, hardened with data and sources.
Comparison & alternative pages
The high-intent pages buyers and agents both reach for.
SME interviews
Real expertise that models can't synthesise from thin air.
Citation hardening
Data, sources and quotes that make a piece quotable.
Also in marketing
Questions we get.
Is the content written by AI?
The strategy, thinking and drafting is human. The process is AI-enabled: we use AI to research, pressure-test arguments, check for omissions and surface the citation patterns each engine reaches for — then a person makes the calls on angle, structure and voice, and signs off every line. The reason is honest as much as ethical: LLMs reliably produce technically-correct, voice-less prose, and that's the easiest kind of writing for other LLMs to ignore. Distinct human writing is what gets quoted.
Who owns the copy?
You do, outright, on delivery. All briefs, drafts, final copy, supporting research and any custom assets become your property as soon as the invoice is paid. We keep a non-exclusive licence to reference the work as a case study if you're happy for us to, and that's it — no usage limits, no carved-out rights.
How many pieces per month?
Most retainers run 2–6 long-form pieces a month plus a couple of supporting updates (comparison pages, refreshes, FAQ expansions). The mix depends on what the topic map says will move the needle — sometimes that's volume, often it's depth. We'd rather publish four pieces a month that get cited than eight that disappear.
Can you work with our in-house writers?
Often yes, and it's usually the most efficient setup once you have writers who know the product. We slot in upstream (strategy, topic map, AEO/GEO-shaped briefs, expert interviews) and downstream (editing for citation patterns, schema, distribution) so your team keeps drafting in their own voice while the work gains the structure models reward.
How is content measured?
By the outcomes that pay the bills, not the vanity counts. Per piece: organic and assisted sessions, citation share in AI answers, AEO query coverage, and downstream pipeline (form fills, sign-ups, demos). Per programme: how the topic cluster moves overall, and how often your brand shows up named in the answer to a buyer's question.